How to Use Trust to Exorcise Your Checkout Ghosts
Presenters
CHRIS AYANDirector of Client Strategy
Hawke Media
JORDAN GARNERDirector of Marketing
Trustpilot
Intro to Trustpilot & Hawke Media
The Challenge
Your Website
Your Acquisition Channels
Your Homework
Q & A
Agenga
Successful Exorcisms
Trustpilot for Consumers
• Free for all – consumer review site• Discovery and recommendation platform• Social sharing and community experience
• Automated review collection system• Customer engagement and interaction• Insights and analytics engine
Trustpilot for Businesses
Common Client ChallengesManage Online
Reputation
• Managing online reputation & brand development
• Standing out from competition
• Developing social media presence & community
Drive Traffic
• Improving PPC performance
• Driving SEO traffic via branded search
• Optimizing performance of other paid digital channels
Increase Conversions
• Increasing conversion rates & growing sales
• Creating repeat customers & sales through advocacy
• Increasing AOV
Improve Business
• Collecting customer feedback & insights
• Identifying unhappy customers & resolving issues
• Hearing value prop in customers own words
Definition of CHECKOUT GHOSTS:Potential customers that enter your conversion funnel and show interest…
They do stuff like:- they look around on your site- add to their cart- partially fill out forms- click on your ads- read your emails- search for stuff
…and then they
DISAPPEAR!
BOO!Maybe I’d like to purchase… but maybe NOT!
Metrics That Might Indicate You Are Haunted:
High Bounce Rate Low Conversion Rate# of visits viewing 1 page only
# of entries to the pageBR = # of visitors doing the desired action
# of total visitorsCR =
- Home page- Landing pages- Form fill-out’s- Shopping cart page- Payment details page
CommonlyHaunted Locations:
Common Tips to Increase Conversion & Decrease Bounce:- Use landing pages
- Make sure your site is responsive
- Check your site speed
- Use clear calls to action
- Check your design
- Audit your content
72% of people trust consumer opinions posted online
(2nd only to “Recommendations from people I know”)
-Neilson study
92% of consumers say buying decisions are influenced by online
reviews - 87% use them for both brick-and-mortar
& online purchases
The Impact of Reviews on Consumer Buying Journey
72% of consumers will take action after reading
a positive review
Customers are likely to spend 31% more on a
business with “excellent” reviews
Need recognitio
n
Product
specification
Evaluation
of option
s
Purchase decision
Post-
purchase
Influenced by reviews
Look for reviews
Leave reviews
“I need a new
couch...”
One person, influenced by
opinions
May ignore specs if “like
something better”
How Consumers Purchase
Look for reviews
Leave reviews
Look for reviews
“What kind of couch should I
get?”
“Where can I buy this kind of
couch?”
“Should I buy this couch from this
business?”
“Would I shop again or
recommend to a friend?”
Credibility & Trust Factors:
…make people trust & believe what the website is saying
…give people reassurance that their personal information is safe
…instill confidence that this is a good place to spend money
…eliminate the buying dilemma (should I or shouldn’t I?)
Do these 4 things & watch conversions grow!
Content Assets That Establish Credibility
Must Have/Very Important:
1: Contact Info 90%
2: Research Reports 42%
3: About Info 40%
4: Testimonials 38%
5: Case Studies 37%
Tips for Making Your Website Credible & Trustworthy Eliminate all grammar & spelling errors
Make sure your full contact info is highly visible throughout your site
Enable live chat on pages where prospects may have questions
Include personal content – real stories, pictures, videos, etc.
Ensure your design is professional & responsive
Make sure your hosting is reliable & your site loads fast
Show that you regularly update your content (blog!)
Link to other web properties – no legit business only has a website
Highlight your unique value points & differentiators
Last but not least...SOCIAL PROOF!
Building Credibility & Trust Through Social ProofB2C: B2B:
Credentials/CertificationsRatings & Reviews (3rd party validated)
Picture/Video TestimonialsCounts of People Shopping/Signed Up
Venue for Feedback!
Credentials/CertificationsRatings & Reviews (3rd party validated)
Awesome LogosCase Studies/Co-Marketing
Venue for Feedback!
How was ordering from
BOO-mingdales? Would you
recommend shopping there?
Totally! It was spook-tacular!!! I’ll definitely be
purchasing from them again soon!
Credentials & Certifications To Build TrustCredentials to Consider:
o Awards
o Prominent media mentions
o Industry-specific seals
o Category rankings
o Prominent partnerships
o Recommendations from experts
Real estate is limited & precious - ask prospects/customers what
is meaningful and test the impact!
Unique Value Points & Differentiators To Build Trust Points to Highlight:
o Trials/Free options
o Satisfaction guarantees
o Fast delivery
o No hassle returns
o Flexible payment options/terms
o Offers/discounts
o “Get it here first”
o Anything you do better!
Ratings & Reviews To Build TrustHow to Make Reviews Appear Authentic:o Include both ratings & actual review text – no multiple-choice!
o Make sure reviews are recent & updated regularly – include dates
o Include names of reviewers (although they should not be required)
o Utilize 3rd party validated reviews (people will know if you wrote them)
o Quantity matters ask all customers & optimize your response rate
o Consider including responses, or linking to where responses live
o Consider showing not JUST 5-star reviews…we know it’s scary!
Tips on Using Ratings & Reviews To Build Trust Consider including ratings & reviews in multiple locations on your site
- product pages or plans pages- category pages & search result pages- home page- landing pages- shopping cart & payment details- form fill-outs (get a quote, free sign-up’s, create an account)
Use company-level reviews to supplement product reviews to bolster quantity consider breaking down company-level reviews by product category to add specificity
Show review content that addresses specific concerns in relevant areas of the site Carefully decide where to link to reviews off-site (ensure links open in new tabs) Email is great for review collection, but consider an embedded review form on-site Make visible to real customers only by putting it behind a log-in or on order confirmation page
Main Forms of Customer Acquisition:
Paid OrganicDirect Response:- Facebook (Social Acquisition)- Google AdWords (SEM)- Retargeting/Remarketing
Branded:- Display- Email Capture- Content Syndication
- Social Content Distribution- Organic Social Media- Earned Media (PR)- SERP Emphasis
Choosing the Right Acquisition Funnel:
Direct Response: Educations/Branding:Short-term return or long-term return?
(building up LTV!)
Does your product have a low enough barrier for entry?
Is your product easily understandable?
Do your customers need to learn more?(education lends itself to third-party validation)
What is your funnel goal?
Is earned media (PR) a good fit?
Does SERP emphasis make sense?
Facebook and Third-Party Validation:As a direct response tool, tapping into third-party validation is key Allows you to utilize customer reviews to
your advantage Places third-party validation at the forefront,
helping to move consumers through the purchase funnel quickly
Eliminate as many barriers as you can Providing reviews here eliminates potential
losses on-site, as well as the need for the prospect to look elsewhere
Email and Third-Party Validation:Email is a great supplement to all acquisition funnels
Consider utilizing a Welcome Series Utilizes the acquisition funnel for email capture Provides a product/company overview Adding ratings & reviews can prompt on-site action
Recapture & Re-Inspire 7% of retailers are not using ratings or reviews of their
products in email Reduce product/cart abandonment re-introduce with
product info, bring in additional reviews to supplement
All About Facebook Marketing:Robust targeting capabilities allow you to understand your core audience Target interest, age, gender, location, online & offline behavior Target past customers, newsletter sign ups or site traffic with custom audiences allows you to tailor
your message depending on where people are in the purchase funnel
Doesn’t work off of cookies Works off of logins instead which ensures that you are reaching real people and the right audience
Refute or support theories you have about who your customer is and what their interests/behaviors are
Robust optimization capabilities Allows you to optimize for the result you really want Examples: clicks to your site, brand awareness, app downloads, email capture, online purchases, etc.
All About Email Marketing:Using a pop-up is best practice to acquire more emails Try incentivized pop-ups give someone a reason to submit their
email (% off, $ off, free eBook) Make sure pop-up’s are on brand be playful with the language
but stay consistent
Utilize email nurturing Automation – based off of behavior on-site Promotional – sales, special offers, etc. Personalization – segment everything for more personalized messages Optimization – always optimize and test new things to increase stats
Tips for Facebook Retargeting:Facebook retargeting allows you to efficiently and cost effectively drive traffic back to your site or mobile app to get prospects to complete a desired action
Upload emails from your ESP, CRM, and/or purchase list into FB and target these people with specific messages to get them to purchase for the first time, purchase again, or to send them exclusive offers/messages
Retarget people based off on-site behavior… Howwwwwwwwwdid you find me on
Facebook??
SPOOKY!
Tips for Facebook Retargeting:Facebook offers custom audience capability so you can be more targeted
Retarget people who have visited your website in the past 1 – 180 days- Tier the times & target people with different messages based on the last time they visited the site
Retarget people who have visited specific web pages- Target particular products, the cart, etc.- Exclude certain URLs (EX: someone who has visited the cart page but not the checkout page for a better cart abandonment campaign)
Retarget people based on how much time they’ve spent on your site (new from FB)
Retarget people based on how many times they’ve visited your site in the past 30 – 180 days
Re-engage users who’ve downloaded your app to drive them to take a desired action
Try dynamic retargeting retarget people with the same product they were viewing on your site
How Facebook and Email Work Together:Place a lead pixel on your email pop-up & optimize for email capture Over time, drive down your CPL & increase volume
Increase efficiency with your use of spend(especially if you have small budgets!) Easier/cheaper to get smaller commitments from
prospects, but you are still able to put them in your funnel for nurturing
Use email for down-funnel conversion Allows you to connect with your customers, educate
them, and send specific messaging based off of purchase behavior or on-site behavior
Challenge:traffic was up, but difficulty converting prospects to inbound leads
Tactic:put reviews all over website & display ads
Results:retargeting conversion increased 38%inbound calls increased 17%form completions increased 9%conversions increased 12%revenue increased 13%
Challenge:new product category & brand,very low conversion rates
Tactic:add reviews to landing pages, home page, and email marketing
Results:landing page conversion increased 15%download conversion increased 4%email marketing conversion increased 1%
Challenge:low engagement on site, low conversion
Tactic:add reviews & trust signals to key engagement & conversion areas
Results:website conversion increased 33%
Challenge:invested in traffic, but not showing consistent conversion
Tactic:add ratings & reviews in areas that have high bounce
Results:conversion increased 7%total revenue increased 14%
Challenge:lots of traffic to website, thenlots of bounces
Tactic:place ratings & credibility indicators atmost important conversion steps
Results:conversion rate increased from 2.4% to 6.8%new home page saw a 31% increase in sales
Challenge:newer brand, traffic isn’t following through to contact phase
Tactic:add trust signals throughout website as well as link to awesome Trustpilot profile page
Results:conversion rate increased 58%
Your Homework:1. Measure & Evaluatewhere do we lose prospects?
2. Infuse Website with Trusthow can I make my more site trusted?
3. Add Trust to Acquisitionhow can I build trust into key channels?
4. Test, Optimize, & Win!
I ain’t afraid of no [checkout] ghost!